Skip to Content

Behind the Scenes Photo Essay

On Sunday, with less than 48 hours before the event  was to open, it was hard to believe that the showroom floor, keynote theatre and campuses would ever be ready to receive 11,000 visitors. The whirr of electric power tools drowned out all conversation, the floors were covered in  plastic and most of the exhibits, like the Design Thinking exhibt, (below) were empty.

Sunday SaPPHIRE MADRID 002.jpg

We found the Global Sponsorship team reviewing a promotional video, editing in last minute changes. Notice the bare walls and garage style ambient. No one was concerned! “We’re in good shape!” they said of the event.


The McLaren race car, sure to draw lots of attention and visitors, was stilll under wraps.

Sunday SaPPHIRE MADRID 013.jpg

In the keynote theatre, the production team was rehearsing the storyboard for the keynote presentations.

Sunday SaPPHIRE MADRID 010.jpg

Today, more of the event staff arrive and trade stories of lost luggage or rerouted flights. Here, the DACH marketing team shoots a promotional video for their “40 Years of Inspiration” display, a homage to SAP’s four decades of innovation in the IT industry.

Monday 005.JPG

In one corner of the event space (said to be the size of 20 European football fields), Chief Marketing Officer Jonathan Becher welcomes his team to the event at an onsite meeting. Only four percent of SAP employees attend SAPPHIRE NOW so he urged us all to act as ambassadors at all times.

Monday 013.jpg

And McLaren unveils the kimono:

Monday 018.jpg

You must be Logged on to comment or reply to a post.
  • This was a great idea for a blog post!  It helps those of us who had to stay home feel like we're really there....wish you could find a way to do a "sangria essay" where we could sip along....the internet has not yet evolved that far, I suppose.

  • Nice article!
    Thank you very much!

    I just wanna add that if you search quality and verified essay writing service you should visit

    Best writers ready for your task!
    Good luck for everyone in study!

  • Wonderful exhibition. I think for a car lover like me, this is the best that can be. You just look at how cool cars were at the exhibition. Uuuh, I think if I needed to write an essay about this exhibition, I wouldn’t have any problems at all. Unlike the essays that they really ask me. BUT I am an intelligent person, therefore I decided to save my time and energy and now I use the best essay writing service reddit all the time. You just read the review of paper writing sites reddit and choose the best option for yourself.I and all my friends have already seen this

  • For all students, one of the most important issues is the topic of writing an essay and I have useful information on this topic. I found the site look, here you can find the best writing services for you, my last topic was social work and I liked it, I learned a lot of new things and I advise you. I also want to say that I advise you with confidence that you can not worry that you will be deceived.

  • It's an interesting page. I found a lot of interesting things for me. The article was particularly impressive. I have an essay to write. I'm looking at various essay resources right now. I found a good review of Maybe someone who's worked with some companies and can tell you something.

  • I was confident I would study both Russian and Mathematics at the beginning of the semester, but there were some concerns. I found a site where I requested someone to take my exam for me. The services were cheap and I passed the examinations satisfactorily. I'd advise everyone this site. I don't regret subscribing to this site services, therefore I encourage it for people who have the problem of testing to resolve.